Last March 21, L’Oréal held the National Finals of Brandstorm, its annual marketing competition in place since 1992. Finalists from Manila’s top three universities competed for a chance for an all-expense-paid trip to Paris for the competition’s international finals (fun fact: The Philippines won first place last 2012, even taking home the People’s Choice Award.).
For this year’s game, held in this Opus, Resorts World, Brandstorm partnered with the company’s flagship brand L’Oréal Paris, and instructed the competitors to draft up a marketing plan for the brand’s hair care and styling category and focus on Southeast Asia, one of L’Oréal’s most profitable and fastest-growing markets. Teams from the University of the Philippines, De La Salle University, and Ateneo De Manila University had to act as brand managers and worked with bigwig ad agency McCann Erickson, with Team Istas from U.P. bringing home the bacon this year.
Congrats, Jackie Manago, Samuel Santos, and Joan Hwang from Team Istas! Bon voyage and enjoy that Parisian sojourn—show 'em the Philippines is worth it!